Research On The Effect Of Unstereotype Advertisement

Gender stereotypes have always existed in social life,and advertising,as a carrier of social life,has a certain stereotype.Comprehensive research at home and abroad found that there are significant differences in roles,ages,product categories,scenarios,occupations,etc.between men and women in advertising.With the progress of the times,the stereotypes of men and women in advertising have changed,and anti-gender stereotypes have gradually entered people's field of vision.This experiment explores the effects of different gender stereotypes by allowing participants to watch traditional gender stereotypes and different levels of anti-sex stereotype advertisements,and then express their ideas through questioinaires.The advertising performance in the experiment is reflected in four aspects:advertising preferences,product preferences,purchasing preferences,and memory.Through the experimental results,it is found that the gender role characteristics of consumers can greatly influence their advertising preferences,commodity preferences and purchasing preferences for traditional gender stereotype advertisements and anti-gender stereotype advertisements.The masculine participants are more inclined to choose anti-sex.In the case of stereotyped advertisements,the feminine temperament will be more inclined to traditional gender stereotype advertisements;at the same time,the effect of traditional gender stereotype advertisements will be slightly compared with the effects of different gender anti-sex stereotype advertisements and traditional gender stereotype advertisements.Compared with the advertising effects produced by different levels of anti-sex stereotype advertisements,when the consistency between contemporary speakers and commodities is high,the advertising effect is relatively good,and the result is consistent with the matching theory hypothesis.The experimental results are the reaction of today's social phenomena,and can also inspire the advertising activities in society.Nowadays,moderate anti-gender stereotype advertisements are second only to traditional gender stereotype advertisements,indicating that consumers are more and more accommodating anti-gender stereotype advertisements.Therefore,the development trend of advertisements in the future may be Change to some extent.